O2 This diverse group includes services such as entertainment companies PROVIDERS OF (Netflix), finance and payment SERVICES AND services (PayPal), information providers (news outlets, directories, CONTENT. maps, traffic), educational products, ecommerce outlets, OTT messaging or social media platforms. While the majority of interactions of services and content involve actual consumers, there will be a dramatic increase in machine-to-machine (M2M) protocols as more “objects” beyond mobile devices go online (see IoT). To date, content and service providers have not played a key role in providing access; rather, they have simply relied on the connectivity supplied by carriers, to serve consumers. 22